Google haku: Käsinkirjoitus mobiilipäätelaitteissa

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1 Google Now

2 Google haku: Käsinkirjoitus mobiilipäätelaitteissa

3 How Why Mobile Advertising with Google? Niina Sauvolainen Industry Manager Google Finland

4 Kerron tänään Miksi mobiilia ei voi ohittaa? Miten näkyä mobiilissa? Tehostetut hakukampanjat Google Confidential and Proprietary

5 Kuluttajien ostoprosessi on pitkä ja monivaiheinen DAY 50 Suomessa(lomamatkan( suunni.eluvaiheeseen(ennen( ostamista(kuluu( 26% lomamatkan varaajista: 1-2 viikkoa 34% lomamatkan varaajista: DAY viikkoa! Q25: How long did you inform yourself before you booked your latest short and/or holiday trip? Base (weighted): Travellers who booked a short trip=737; holiday trip n=503 TNS 2011

6 Muuttunut mediatodellisuus TV 58% Suomalaisista on verkossa katsoessaan televisiota 39% Kaikista suomalaisista onlinekäyttäjistä käy verkossa useammalla päätelaitteella TABLET PHONE LAPTOP Source: 1) IAB Europe Mediascope Europe June 2012

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8 Mobiilihakujen osuus kaikista hauista Suomessa Mobiilihakujen osuus yhteensä 13% YoY Q3' % +385% +187% Lähde: Googlen sisäinen data. Historiallinen kehitys ei ole tae tulevasta. Smartphones: Mobile phones with full browsers Mobile WAP: Mobile phones without full browsers

9 Q4/2012 Suomessa matkailussa 13% hauista tehtiin mobiilipäätelaitteilla

10 UK Q4/2012 Majoitushaut : Mobiilihakuja 36% By device distribution of queries related to hotels & accommodation, weekly for Nov- December 2012 Christmas 2012 (desktop) (smartphone) (tablet) 100% 90% 80% 70% 9% 9% 9% 9% 9% 9% 10% 13% 14% 14% 14% 15% 15% 16% +7% +3% 17% 19% 36% of queries are now mobile 60% 50% 40% 30% 78% 77% 77% 76% 76% 75% 74% 64% 20% 10% 0% November December Insight: Queries on tablets have increased 7% between Christmas and New Year and account for 17% of all accommodation related queries in the UK (Christmas 2011: 6%) Action: Align your tablet strategy to leverage the full potential of the query uplift from tablet devices Source: Google internal data based on queries for travel products and services in the UK. Future results may differ from above. Please use as a directional guide only.

11 Kuluttajan ostopolku monimutkaistuu

12 Mobiili on yhä useammin mukana ostopolun eri vaiheissa Online to store Online commerce PC to Store ecommerce Mobile to Store (directions) Mobile Commerce (sites,apps) Mobile to Store (calls) Tablet Commerce (sites,apps) Store to Online (showrooming) Cross-device commerce

13 Matkan suunnittelussa käytetään useita eri päätelaitteita Eri päätelaitteiden käyttö matkan suunnitteluvaiheessa USA:ssa Started on a smartphone 47% Started on a PC/Laptop 38% Started on A tablet 15% Continued on a PC 45% Continued on a smartphone 31% Continued on a smartphone 1% Continued on a Tablet 3% Continued on a tablet 7% Continued on a PC 14% Source: The New Multi-screen World. Google and Ipsos MetdiaCT. September Base: Have Started Activity on One Device & Continued on Another (627) Q. For the activities listed below, think about the last time you started each activity on one device and then continued or finished the same activity on another device. Please select which device you started and then continued on.

14 Äkkilähtöhaut kaksinkertaistuvat heinäkuisin tietokoneella Lähde: Googlen sisäinen data

15 ja nelinkertaistuvat mobiilissa Lähde: Googlen sisäinen data

16 Tiesitkö, että 39% suomalaisista älypuhelinomistajista tekee paikallisen haun puhelimellaan päivittäin tai viikottain

17 Tiesitkö, että 45% suomalaisista älypuhelimen omistajista sanoo saavansa kysymyksiinsä välittömän vastauksen kännykällään, kun sitä tarvitsee.

18 Tiesitkö, että 38% Suomalaisista älypuhelinten käyttäjiä 44% suomalaisyrityksillä ei ole mobiilisivustoa eikä mobiilisovellusta 34% suomalaisyrityksistä ilmoittaa, että mobiili ei ole osana markkinointistrategiaa eikä sitä määritellä vuonna 2012 Lähteet: Google & TNS, tutkimus suomalaisten yritysten mobiilivalmiudesta

19 Miten näkyä mobiilissa?

20 HowToGoMo.com auttaa mobiilisivuston suunnittelussa

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22 Google+ paikalliset palvelut

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25 Tehostetut hakukampanjat

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27 Tablet, phone & PC complementary contexts Hourly Distribution of Searches by Platform (doesn t reflect absolute traffic volume) Source: Google Internal Data, % of each platform s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes. (US)

28 Finland: Hotels&Accommodation -The biggest share of tablet queries are done on Sunday daily distribution of queries

29 Context creates new opportunities -Bank Finding an open branch: rep/atm Daily personal account management Download an app

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31 More relevance to people's intent and their context, at exactly the moments that matter These changes will mean better results for advertisers Location Device Time

32 Powerful tools for the multi-device world Ability to easily manage your bids across locations, time and devices all within a single campaign Key features Bid adjustments and reporting by: Time Location Device Multiple bid adjustments Google Confidential and Proprietary

33 Adjust device and location bids within the same campaign Device bid adjustment Google Confidential and Proprietary

34 Smarter ads for varying consumer contexts Ability to show the right creative, sitelink or extension based on user context and device capabilities Key features Customized messages on mobile: Show headlines, ad text, URLs and extensions that target users on the go Scheduled extensions: Set extensions to appear only during certain times of day or on mobile devices. Enhanced sitelinks: Manage individual sitelinks in customized ways at the campaign and ad group level. Google Confidential and Proprietary

35 Adjust headline, description, URL and sitelinks for mobile devices Google Confidential and Proprietary

36 Miten näkyä? Google Confidential and Proprietary

37 Google Confidential and Proprietary

38 STARWOOD HOTELS Hyperlocal mobile search campaign tripled mobile traffic Increased ROI 20X, increased bookings by 20%, and tripled mobile traffic. Google Confidential and Proprietary

39 Google Confidential and Proprietary

40 Google offers a comprehensive media solution on mobile - across all platforms Mobile search ads Mobile display & Admob Google Confidential and Proprietary

41 Site links: extended value one-line & two-line Mobile search ads Google Confidential and Proprietary

42 Mobile search ads Hyperlocal ads: Right here. Right now. Google Confidential and Proprietary

43 Standard Mobile Image Banner Key Characteristics Showcase rich creative and clear calls-toaction in a variety of mobile sizes 50K file-size limit for all ads In-app & Mobile Site Functionality Phone size: 320x50 static max 50K Tablet sizes: 300x250, 468x60, 728x90 Static, max 75K 320x50 smartphone banner Google Confidential and Proprietary

44 Rotating Mobile Text Banner with 1.5 click Key Characteristics Same format as standard desktop ads App Functionality Text rotates to show entire ad 1.5 click functionality* qualifies clicks and can improve conversion rates Ads serve in a variety of container sizes across phones & tablets. 1.5 Clicks: Desktop Sites Functionality Ads optimized for mobile (fewer ads and larger fonts) If a user clicks on the original small blue arrow tile, he or she will go directly to the advertiser's CTA. Google Confidential and Proprietary

45 The Mobile Playbook How to Win on Mobile Google Confidential and Proprietary

46 Our Mobile Planet answers your questions about the mobile consumers Google Confidential and Proprietary

47 ADmented reality Thank you! Google Confidential and Proprietary

48 Finnair drives awareness with the new Swipeable Gallery format for tablets Goals Expand traffic to Asian destinations Introduce Chongquin, a new Asian destination Encourage competition registrations Test tablet as a supporting vehicle to drive sales Solution Launched tablet-specific rich media campaign Implemented the new Swipeable Gallery ad format Results Of all impressions, nearly 5% led to an interaction Of all interactions, 12% clicked through to purchase Of all interactions, 60% clicked through to enter the competition Google Confidential and Proprietary